My color scheme decisions were based around some competitor research we did early on in the process. Though there was not a true ghost kitchen marketplace mobile application out there, there were a few early stage desktop iterations and obviously other marketplace applications in other industries. We noticed that blue and red were used very frequently in these companies' branding, and so we explored options that did not include either of these colors in order to differentiate ourselves.

After testing out iterations of the logo and the wireframes in purple and orange, I landed on the dark and light sea foam green color scheme that we eventually adopted. It matched the quirky vibe that our logo was giving off, while also still looking professional as a primary color on our comps. We landed on Monserrat as our primary typeface for a similar reason - when paired with our light-hearted logo, it fit in seamlessly. On its own in our comps, it was able to give off just the right balance of being professional and fun.

These branding choices were a very good match for our target users, who obviously, as college students, like to have fun but also want to be professional in their work.